Coming Attractions ... Mercury Becomes Official Automotive Sponsor of Landmark Theatres

Coming Attractions ... Mercury Becomes Official Automotive Sponsor of Landmark Theatres

- 2929 Entertainment's Landmark Theatres provides Mercury a breakthrough platform for the promotion of independent film.

- Relationship includes a complete integration of Mercury into the independent film experience.

- Continues Mercury's association with independent film following the success of "Meet The Lucky Ones."

DEARBORN, Mich., Aug. 31 /PRNewswire/ -- Ford Motor Company's Mercury brand today announced an industry-first sponsorship of 2929 Entertainment's Landmark Theatres, the nation's largest independent film circuit, with 208 screens nationwide.

This ground-breaking, innovative deal will bring Mercury to the forefront of independent film sponsorship, which is driven by Mercury's commitment to community building with this niche. Mercury's goal with this program is to fully integrate into the independent film community. This will extend from the theatre experience to the marketing and promotion of select independent films.

This program reflects Mercury's focus on invigorating its brand as it launches a number of new vehicles, including the 2006 Mercury Milan sedan and the 2006 Mercury Mariner Hybrid compact SUV, both innovative new products that carry innovative new messaging.

"This sponsorship was a logical next step in Mercury's pioneering the 'experiential marketing' front, as well as in our ongoing efforts to cultivate the great storytelling found in independent films," said Linda Perry-Lube, CRM and e-business manager, Lincoln Mercury "The customer coming to a Landmark Theatre aligns perfectly with the customer we expect to see for our new vehicles, including the Mercury Milan sedan and Mercury Mariner Hybrid compact SUV -- a highly educated, tech savvy, cultured professional who likes to go out to a great restaurant, followed by a thought-provoking film."

"The Mercury sponsorship gives us the ability to support our independent film community and the films themselves to the best of our ability," said Mark Cuban, co-owner of Landmark's parent company 2929 Entertainment.

"Landmark has always had a tremendous commitment to promoting independent film," said Todd Wagner, co-owner and Chief Executive Officer of 2929 Entertainment. "Having Mercury as such an important and strategic ally in our continued efforts will immediately create opportunities essential to the continued growth and success of independent film."

This agreement creates a two year commitment between Mercury and all 208 Landmark screens across the country to launch creative programs -- both in theatres and on-screen -- that will be designed to promote independent film to a very discerning audience. Planned elements include: on-screen long-form content, interviews with filmmakers, premiere events, and sneak previews, etc. In addition, Mercury will be able to extend these efforts through FLM Magazine: The Voice of Independent Film and on Landmark FiLM Club. Landmark and Mercury will further support the independent film community by building marketing strategies directly with the independent film distributors.

"This relationship with Landmark Theatres allows us to reach our target customer in so many creative and entertaining ways," said Perry-Lube. "It is a perfect fit for the Mercury brand as it reaches out to a new, young, hip audience."

Landmark Theatres is part of 2929 Entertainment, an entertainment holding company created by Todd Wagner and Mark Cuban dedicated to using emerging digital technologies to redefine every aspect of the entertainment industry.

"As we create new Mercury vehicles like the Milan and Mariner Hybrid, we know our customer has a real love of storytelling," said Perry-Lube. "Working with Landmark Theatres is exciting because it opens up opportunities for us in the world of independent film ... and then gives us a venue to showcase our invigorated brand in very unexpected ways."

Mercury Ties to Independent Films in Other Ways

In addition to its Landmark Theatres contract, Mercury is also supporting independent film through its presenting sponsorship of AOL Moviefone(R)'s Short Film Festival, an online festival and competition, designed to showcase and discover the very best short-film programming from amateur and up-and- coming filmmakers around the world.

Also, Mercury is a sponsor of Glamour magazine's "Reel Moments," which are films inspired by essays submitted from Glamour readers and which feature up-and-coming female Hollywood talent.

"Meet the Lucky Ones" Created Buzz, Sold Cars

The Mercury brand made a serious commitment to the independent film movement in November 2004 with the launch of "Meet The Lucky Ones." "Meet The Lucky Ones" -- a story written and produced with an independent film sensibility about the often-comic misadventures of a quirky, slightly dysfunctional family -- unfolded over a five-week period via an interlocking combination of Internet-delivered short films.

The film made news because the vehicle -- the Mercury Mariner SUV -- was not the main focus of the story. And after five weeks of a well-executed online campaign, not only did the traffic to mercuryvehicles.com more than triple, nearly 500 consumers who learned of about Mariner via the film bought the vehicle. "Meet the Lucky Ones" recently found new life as 1 million copies were given to customers of Amazon.com who ordered DVDs from the online retailer during June and July.

About Mercury

Mercury is a brand of the Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., which manufactures and distributes automobiles in 200 markets across six continents. With more than 328,000 employees worldwide, the company's automotive brands include Aston Martin, Ford, Jaguar, Land Rover, Lincoln, Mazda, Mercury and Volvo. Its automotive- related services include Ford Credit, Quality Care and Hertz. Ford Motor Company celebrated its 100th anniversary on June 16, 2003.

About Landmark Theatres

Landmark Theatres is the nation's largest theater chain devoted exclusively to art and independent film, with 59 theaters in 22 markets. Landmark is a leader in theater technology and services, providing customers with digital cinema, upscale concessions, on-site DVD sales, specialized merchandise, film festivals, special events and a broad range of programming. Landmark's theaters include historic buildings as well as newly built flagship multiplex theaters across the nation, each devoted to offering outstanding entertainment experiences for moviegoers. Landmark Theatres is owned by Todd Wagner and Mark Cuban's 2929 Entertainment, a diversified media and entertainment company that also owns 100% of Rysher Entertainment and Magnolia Pictures Distribution, an interest in Lions Gate Entertainment; movie production companies 2929 Productions and HDNet Films, and high-definition television networks HDNet and HDNet Movies.

www.landmarktheatres.com

Source: Ford Motor Company

CONTACT: Lydia Cisaruk, +1-313-337-8299, or lcisaruk@ford.com; or Lisa Kovitz, +1-212-614-5041, or lisa_kovitz@nyc.bm.com; or Chris Libby, +1-310-550-3267, or clibby@bwr-la.com

Web site: http://www.landmarktheatres.com/

NOTE TO EDITORS: Go to http://media.ford.com for news releases and high-resolution photographs.

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